Post on 16-May-2015
description
How to Drive Travel Intent and Purchase with
Content Marketing
PRESENTED BY
Welcome and IntroductionRafat AliCEO / FounderSkift
PRESENTED BY
Today’s Webcast
CONTENT MARKETING FOR TRAVELRobert PattersonMMGY Global
FUELING THE CUSTOMER JOURNEY WITH CONTENT MARKETINGScott SeversonDreamPlanGo
CONTENT MARKETING RESEARCH AND TRENDSJoe PulizziContent Marketing Institute
QUESTIONS, ANSWERS AND DISCUSSION: Panel
PRESENTED BY
CONTENTMARKETINGFORTRAVEL
ROBERT PATTERSONVICE PRESIDENT OFCONTENT & SOCIAL STRATEGYMMGY GLOBAL
WE INSPIREPEOPLETO GOPLACES.
CONTENTIS THE ESSENCE OF BRAND
CONTENT MARKETINGIS NOT COPYWRITING
ORHAVING A BLOG
CONTENT MARKETINGIS STRATEGIC STORYTELLING
THAT LEVERAGESALL MARKETING CHANNELS
LET ME SHARE A COUPLE OFCAMPAIGN STORIES WITH YOU
THANKYOU!
ROBERT PATTERSONVICE PRESIDENT OFCONTENT & SOCIAL STRATEGYMMGY GLOBAL
EMAIL: RPATTERSON@MMGYGLOBAL.COMTWITTER: @ROBERTPATTERSON
Scott SeversonPresident DreamPlanGosseverson@DreamPlanGo.comTwitter: @scottseversonPhone: 866-833-8791
Fueling the Customer Journey with Content Marketing
DreamPlanGoEngages travelers through content and inspires them to discover and visit new places
Our message is resonating with clients and travelers
“You are more likely to summit Mount Everest than click a banner ad.” (Solve Media)
“Today, in the divide between content creation and content distribution, it is distribution/amplification that commands 70%-80% of the budget. This is not surprising, really, branded content may be great, but if it doesn’t reach an audience, it is merely wasted resources.” (MediaPost)
Tactic: Paid Media
Tactic: Paid Media
Geo Targeting+
Contextual Targeting+
Self-Selection
Destination Showcase PageOuter Banks Website
DPG Site
Social Media
DPG Travel Newsletter
DPG Media Network
Paid Media Case Study: Outer Banks, North Carolina
Campaign Results/Outcomes13,500 Targeted People
Engaged with Outer Banks Content on DreamPlanGo
for 2.23 minutes
Video Plays: 2,261
Photos Viewed: 5,385
Clicks: 2,135 (to client’s lead
generation landing page)
Tactic: Leverage Photos
Tactic: Curate Inspirational Photos
Tactic: User Submitted Photos
Tactic: User Submitted Photos
Tactic: User Submitted Photos
Tactic: Owned Media – www.VisitCentralFlorida.com
• To increase your bottom line - Focus on the top of your funnel
• Use a combination of paid, earned, shared and owned media to add new people to your funnel
• Leverage photos to create inspiration and engagement
• Ensure your owned media offers useful content and is designed for subscription
Key Takeaways
Scott SeversonPresident DreamPlanGosseverson@DreamPlanGo.comTwitter: @scottseversonPhone: 866-833-8791
Thank You!
CONTENT MARKETING RESEARCH AND TRENDS
Joe PulizziFounderContent Marketing Institute
HOMEWORK
The Most Famous Content Marketing
Strategy In the World!
38
Show Me the Research!
http://bitly.com/cm-research
Just
4 in 10 marketersbelieve their
content marketing is effective
http://bitly.com/cm-research
Biggest Challenge:
Producing Enough Content
Find Your Why
Enabling Women to Have More Quality Time with
Their Families
Enabling Teen Girls to Be More Confident with
Their Bodies
Helping Men Become Better Men
Why?
Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
1. Core Target Audience2. What Will Be Delivered3. The Outcome for the
Audience
THANK YOU!Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter
Questions, Answers and Discussion
PRESENTED BY
Rafat AliCEO / FounderSkift
Closing Remarks
PRESENTED BY